How do brands survive in an era of big data, social media, and increasing consumer cynicism?



Ed Butler looks at the case of Royal Enfield motorbikes, whose sales in India were boosted even though it made a point of not paying for star sponsorship - unlike its rivals.



But if glossy magazine splashes and billboards featuring big name cricket stars don't cut it anymore, what is the way forward? Ed speaks to two practitioners of the dark arts of advertising - Steve King of social media analytics company Black Swan, and Jason Peterson, the chief creative officer at ad giant Havas.



(Picture: Torn and fading billboard car advert; Credit: Spencer Platt/Getty Images)